Zillow's lead generation model heavily relies on paid advertising where agents promote themselves for leads. Traditionally, Zillow did not reveal listing agents' identities, favoring premier agents who paid for visibility. Recently, Zillow has started to show listing agents' contact information while maintaining two monetization strategies: market-based pricing and Flex. In contrast, Homes.com emphasizes a model that showcases listing agents prominently, improving customer experience and giving consumers direct access to agents regardless of whether they pay for advertising. This shift aims to better serve both agents and potential homebuyers.
If you wanted to call on that property, you'd call one of their premier agents, who pays Zillow money to receive these leads.
There's market-based pricing, where you pay up front and then you get leads, and the other is Flex, where you pay a success fee.
About 80% of Zillow's traffic comes organically, highlighting its dominance over the real estate audience compared to other companies.
Homes.com prioritizes listing agents by displaying their contact information, which improves both agent visibility and the consumer experience.
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